Innovación Disruptiva
Christensen

Centro de Conocimiento

¿qué es la Innovación Disruptiva? Explicación

El modelo de Innovación Disruptiva de Clayton Christensen es una teoría que se puede utilizar para describir el impacto de las nuevas tecnologías (cambio revolucionario) en la existencia de una firma. Clayton Christensen primero acuñó las tecnologías “quebrantadoras” de la frase en 1997, en su libro “el dilema del innovador: Cuando las nuevas tecnologías hacen las grandes firmas fallar”.
Él mostró que repetidamente casi todas las organizaciones que “murieron” o fueron desplazadas de sus industrias (debido a un nuevo paradigma de ofertas al cliente) pudieron haber visto esta disrupción, pero no notaron nada sino hasta que fue demasiado tarde.

Haciendo lo que se supone que hacen las buenas compañías - atender a sus clientes más rentables y dirigiendo el enfoque de sus inversiones donde están los márgenes más atractivos de rentabilidad - los líderes establecidos de la industria, están en una trayectoria de innovaciones sostenidas y quedan abiertos para que las innovaciones radicales no los entierren. Esto sucede porque los procesos de asignación de recursos de las compañías se diseñan para maximizar beneficios a través de las innovaciones sostenibles, que esencialmente implica diseñar, una cada vez mejor, trampa de ratón para los clientes existentes o los segmentos de mercado más atractivos. Cuando emergen las innovaciones radicales (típicamente nuevas versiones de productos ya existentes, pero más baratos y simples de usar, que apuntan a clientes marginales o a clientes enteramente a nuevos), las compañías establecidas están paralizadas. Ellas estan casi siempre motivadas para ir por más mercado que para defender mercados nuevos o marginales, y la Innovación Disruptiva mejora, roba, más participación de mercado, y substituye en última instancia, al producto reinante.

Tipos de innovación

Las compañías tienen dos opciones básicas cuando buscan construir negocios florecientes. Pueden intentar tomar un mercado existente de un competidor atrincherado con innovaciones sostenibles. O pueden intentar tomar parte de los mercados nuevos que ha creado un competidor con innovaciones radicales o sino, "robándole" alguno de los clientes que este competidor considera como no atractivos para su cartera.

Hay dos tipos distintos de Innovación Disruptiva. El primer tipo crea un nuevo mercado apuntando a no consumidores. El segundo compite en el extremo inferior de un mercado establecido.
 

Origen del modelo del Innovación Disruptiva. Historia

Investigación y estudios de Christensen en Harvard.

Uso del método de Innovación Disruptiva. Aplicaciones

• En toda las clases de compañías - que puedan ser afectadas por la innovación tecnológica/cambio.

Pasos de la Innovación Disruptiva. Proceso

• El modelo muestra que, como el desempeño exigido por los clientes de un mercado existente aumenta luego en un cierto plazo, entonces,también lo hace el desempeño proporcionado dentro de un paradigma tecnológico. La mejoría del desempeño proporcionado tiene a menudo una trayectoria distinta a la trayectoria de la mejoría del desempeño exigida por los clientes (véase el recuadro). Cuando difieren las cuestas de la trayectoria, y el desempeño proporcionado excede el desempeño exigido, las nuevas tecnologías que eran solamente competitivas en alejados nichos de mercado, pueden emigrar hacia otras redes de clientes. Esto provee a los innovadores de un vehículo para llegar a clientes nuevos, que anteriormente podrían haber visto su oferta como inferior al promedio; y les permite ofrecer a estos mercados establecidos un nuevo grupo de atributos de valor del desempeño que ahora son más relevantes que los del paradigma actual.
• La interrupción y la acomodación van realmente de común acuerdo. Una compañía que llega más allá, no simplemente gana (una firma que mejora un producto al punto que es considerada más que buena, es normal que reciba un margen adicional por dichos productos). O la interrupción robará sus mercados, o la acomodación robará sus beneficios. Mientras que las ondas nuevas de la innovación barren una industria, el lugar donde estará el dinero se desviará a través de la cadena de valor a través del tiempo. Mientras que esto sucede, las compañías que se han posicionado en un punto de la cadena de valor donde el desempeño no es todavía suficientemente bueno, capturarán el beneficio.

Limitaciones de la Innovación Disruptiva. Desventajas

• El Innovación Disruptiva requiere un proceso separado de la estrategia. Este proceso debe ser emergente y centrado en las oportunidades inesperadas, problemas y éxitos, más bien que previsto y centrado en la comprensión mejorada de qué trabaja y de qué no lo hace.
• En vez de diseñar los productos y los servicios que atienden el comportamiento actual de clientes actuales, los planes subyacentes del personal deben dirigirse al diseño de innovaciones. Entender lo que realmente necesita la gente está sin embargo lejos de ser fácil.
• Los negocios quebrantadores no pueden lograr los beneficios grandes muy rápidos, pagado a a su naturaleza (que trata nuevos mercados, o tratando el extremo inferior de mercados existentes). Los capitalistas de las empresa son cada vez más impacientes para que los negocios entreguen beneficios.

Supuestos de la Innovación Disruptiva. Condiciones

Muerte del riesgo de las compañías con las decisiones para no hacer caso de las tecnologías que no aparecen tratar sus necesidades de clientes, como llegan a ser fatales cuando la trayectoria paradigmática dos del progreso interactiva.

Libro: Clayton M. Christensen - The Innovator's Dilemma

Libro: Clayton M. Christensen - The Innovator's Solution

Libro: Clayton M. Christensen - Seeing What's Next 

Foro Nuevo Tema Foro sobre Innovación Disruptiva. 🔥 NUEVO El Exito de la Innovacion Radical Buen dia amigos, el exito de la innovacion radical, ya que es perturbadora, segun experimente, depende de la madurez de (...) 3   0 comentarios Disruptive Change and HR Innovation is necessary and mandatory for a firm to be competitive in the current operating business environment. Howev (...) 14   1 comentarios WHAT is Being Innovated? The 4 Ps of Innovation There are actually 4 things or objects that one can innovate: 9   0 comentarios Timing is Important to Make an Innovative Idea Disruptive America had to be discovered more than once, until it really had been discovered. The Apple Newton was a superior answer (...) 8   10 comentarios Leadership and Taking Action Don't forget the important point of taking action after all the theorising! Sometimes I think it's more down to the lead (...) 8   0 comentarios Asymmetric Innovation Asymmetric Innovation = Asymmetric Situation + Customer Value. 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My view is that paradigmatic changes require re-orientation of ones worl (...) 4   1 comentarios Leadership Skills / Approaches for Successful Innovation Innovation leadership requires other approaches than general leadership for the core business. Furr and Dyer (2014) outl (...) 4   34 comentarios A Disruptive Innovation Questions what we Don't Know It's hard to change. This holds for organisations and people. A disruptive innovation questions what we know and exposes (...) 4   0 comentarios Disruptive Innovation: What Causes the Creative Leap? What causes the difference in magnitude of creative leap? One may create a quantum leap, but other innovations may not b (...) 4   16 comentarios The Resources-Processes-Values (RPV) Framework The resources-processes-values (RPV) framework is a useful tool to understand why big companies fail in responding to di (...) 4   1 comentarios The Word 'Disruptive' in Disruptive Innovation I wonder if the term 'disruptive' is in fact the appropriate word. If it's agreed that it means: unexpected, large scal (...) 3   2 comentarios Better Input from Consumers Needed for Disruptive Innovation Technological innovations bring positivity, a better quality of life. But have they considered those without access to n (...) 3   2 comentarios What is Disruptive Innovation Exactly? Definition A "definition" of Disruptive Innovation that's frequently quoted is one which is located on Christensen's website. It re (...) 3   5 comentarios Are Clayton Christensen’s Disruptive Innovation Characteristics Useful in Practice? A recent write up published in MIT Sloan Management Review concludes that Disruptive Innovation theory is "not very usef (...) 3   0 comentarios Leapfrogging Technologies by Developing Countries Leapfrogging is a way for developing countries to benefit from earlier skills and advancements of the developed world by (...) 3   0 comentarios Is Disruptive Innovation Radical? Disruptive Innovation is often incorrectly described as a radical rather than incremental change in technology. In fact, (...) 2   6 comentarios Distinguishing Three Types of Innovation Christensen (2014) argues that investing in different types of innovation will influence markets and firms in different (...) 2   2 comentarios Breakthrough versus Disruptive Innovation Breakthrough versus Disruptive Innovation - what's the difference? Is there a difference, necessarily? (...) 1   1 comentarios

Mejores Prácticas Regístrate Los temas mejor valorados sobre Innovación Disruptiva. Aquí encontrará las ideas más valiosas y sugerencias prácticas. Innovation Strategy: The Three Horizons of Growth (McKinsey) One of ways of thinking about innovation strategy is to use the 3 Horizons of Growth developed by Steve Coley at McKinse (...) 57   52 comentarios Disruptive versus Incremental Innovation Typically, Incremental Innovation exploits existing forms or technologies... Improves upon something that already exists (...) 27   13 comentarios Disruptive Innovation: Product versus Platform DISRUPTIVE PLATFORMS often have a bigger impact than disruptive products. Some examples: Uber owns no vehicle, but (...) 25   14 comentarios The Jobs to be Done Approach (JTBD) and Disruptive Innovation BACKGROUND The theory of disruptive innovation helps companies navigate threats coming from their external environment. (...) 23   10 comentarios Strategic Options for Old-Technology Firms What should be the strategic response of old-technology firms when a promising new technology shows up? Typically firms (...) 22   7 comentarios Impact of the New Technology Our countries are not concerned by this issue because not developed. We are only getting negative impacts due to this te (...) 20   1 comentarios Tips for Innovation Strategy As a part of corporate success factor development process, we have found a need to build up an "Innovation Strategy". Ca (...) 20   10 comentarios Typical Disruptive Technologies It is important that business and policy leaders understand which technologies might matter to them and prepare accordin (...) 16   0 comentarios How to Develop Disruptive Innovation Skills? I believe disruptive innovation skills can be mostly taught. Beyond the associative skills which is cognitive, the othe (...) 15   4 comentarios Diversity of Perspective is Key to Disruptive Innovation “All new ideas are combinations of old ideas, but not all idea combinations are created equal,” writes Frans Johannsen. (...) 14   9 comentarios How to Find Innovative Ideas? From Analogous Markets... When trying to find innovative ideas for your organization, several studies have revealed that it is highly valuable to (...) 11   3 comentarios How to Sustain Disruptive Innovation? After gaining entry into some (new) market segment through disruptive innovation, how do you SUSTAIN your position and g (...) 10   26 comentarios Ways to Incorporate Disruptive Innovation as Part of the Management Agenda A few days ago I was in a conversation with Adam Hartung, who observed brand managers are constrained, as a matter of pr (...) 7   14 comentarios Is Cirque du Soleil the iPhone or the Seiko of Circus? An article about the Cirque du Soleil I recently read made me wonder whether we should think of Cirque du Soleil as the (...) 7   6 comentarios The Hybrid Innovation Approach to Manage Technological Disruptions Companies need to carefully think about the timing and way to adopt technological disruptions. Adopting technological di (...) 5   5 comentarios

Consejos de Expertos Regístrate Conocimientos avanzados sobre Disruptive Innovation (Inglés). Aquí encontrará consejos profesionales de expertos. Innovation Pitfalls Avoiding Innovation Traps Harvard Professor R. Moss Kanter describes 4 common innovation mistakes and corresponding remedies (HBR Nov 2006): 1. S (...) How Can Incumbents Respond to Disruptors? 5 Strategic Options in Reaction to Disruptors In recent years, the challenges to incumbent majors across industries have come mainly from low-cost competitors and fr (...) How to Find Good Product Ideas? List of 10 Approaches Discovering New-Product Ideas, Creative Approaches In his book “Product Leadership: Creating and Launching Superior New Products”, Robert Cooper suggests following ten way (...) Challenging the Existing Strategic Logic Finding New Markets A tool by Kim and Mauborgne is the "Four Actions Framework". This Four Actions Framework can be used to challenge the ex (...) The Simple-Cheap-Convenient Approach Addressing the Unmet Needs of Customers Based on Christensen’s model of disruptive innovation, Norton and Pine argue that experience innovation can effectively (...) Distinguish Disruptive Technology Innovation From Disruptive Marketing Innovation! 2 Distinct Capabilities... It is necessary to distinguish between disruptive technology innovation and disruptive marketing innovation, since ther (...) How to Detect Consumer Needs that are Unmet? Product Innovation, New Product Development, Innovation Strategy In their article New Business Models in Emerging Markets" (Harvard Business Review, January-February 2011), Matthew J. E (...) Key Challenges of Internet Age for Management and for Product and Service Development R&D, Product Development, Service Development, Strategy, Marketing, Innovation, Visioning The Internet age represents a huge challenge for most businesses. Why? Because the Internet, wireless devices such as m (...) Recent Innovation Trends | New Innovation Types Open innovation, User Innovation, Value Innovation, Bottom-up Innovation Roland Bel (2012) outlines and explains four types of innovations that have become more and more important since the las (...) How to Think Differently in Innovation? How to Be Innovative, Innovative Thinking Strategy is always related with risk, due to market volatility. Also today´s volatility is increasing very fast. So inno (...) How to Lead an Innovation Team Best Practices, Innovation Team Management In order to become a great innovation team leader, Ram Charan suggests in the article "P&G's Innovation Culture" (strate (...) Innovating by Reconsidering Value Delivery Fundamental Innovation When innovating their business model, companies need to reconsider their value proposition from all perspectives. One of (...) Creating Organizations to Produce Breakthrough Innovations Best Practices, Critical Factors, Creating an Organization to lead Radical Innovation Since 50 years, the Pentagon’s Defense Advanced Research Projects Agency (DARPA) has been very successful in producing a (...) How to Design Experiments to Support Decision-making on Strategic Innovations Strategic Innovation, Strategic Decision-making, Strategic Experimenting, Experiments, Strategic Testing, Innovation Tes The probability of success of a major innovation is difficult to assess. Statistics and other datasets only provide info (...) Classes of Innovation | Sources of Innovation Innovation, Creativity, Organizational Innovativeness, Lateral Thinking, Out of the Box Thinking, Blue Ocean Strategy TWO CLASSES OF INNOVATION Innovation can be triggered or enabled by two broad classes: KNOWLEDGE PUSH: Innovation trig (...) Why Large Firms are Having Difficulties to Deal with Disruptive Innovations Innovation Management Christensen explains why many firms, especially large firms, have trouble with adapting and thus with surviving when dea (...) Big-Bang Disruption Technological Innovation BBD is a term coined by Accenture gurus Larry Drownes and Paul F. Numes. Technological innovation lately started out fr (...) What Makes a Company Innovative? Innovation Best Practices, R&D Best Practices, Corporate Innovation A futurethink 2006 Innovation Tracker Survey mentions: - Ability to create a climate that continuously fosters innovat (...) Three Critical Capabilities in Developing a Strategic Corporate Disruptive Innovation Competence (Disruptive) Innovation Competence, Strategic Innovation Capability, Corporate Strategy, Innovation Leadership Skarzynski and Rufat-Latre (2011) discovered that the successes of disruptive innovators are driven by 3 critical capabi (...) Predecessor of Christensen Technology-driven Change Theory The theory of Disruptive Innovation was actually not created by Christensen. It was described by Thomas Hugues, MIT Pres (...) How BOP Countries Can Disrupt Western Markets Disruptive Innovation, Bottom of the Pyramid, Country-level Strategy After the Second World War, Japan started to develop fast as a result of their disruptive innovation strategy. This disr (...) Designing Complex Products or Systems Through Iterative Rapid-cycle Prototyping Design Thinking, Disruptive Innovation, Blue Ocean Strategy, Introducing Complex Systems, Co-Creation Today, organizations are increasingly developing and designing new and complex products or systems. In other words, the (...) Misunderstandings on the Concept of Disruptive Innovations Technology Innovation In their paper “A Reflective Review of Disruptive Innovation Theory”, the authors mention three misunderstandings on the (...) Why Some Technology Revolutions Take Off and Others Don't Adoption of New Technologies Back in 1962, Thomas Kuhn wrote “Structure of Scientific Revolutions”, in which he suggested that the entrenched interes (...) Geographic Dimension to Explain Disruptive Innovation in Emerging Countries Disruptive Innovation in Emerging Countries In the past, it was generally thought that the Western countries were the main sources of innovation while developing co (...)

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